Definition of Unconventional Content

Unconventional content refers to creative and unique digital marketing materials that stand out from typical promotional content. This can include innovative storytelling, unusual formats, or surprising visuals. The goal is to capture the audience’s attention and generate engagement with the brand through distinctive and memorable experiences.


The phonetic spelling of the keyword “Unconventional Content” can be written using the International Phonetic Alphabet (IPA) symbols as follows:/ʌnkənˈvɛnʃənəl ˈkɒntɛnt/Here’s each word broken down phonetically:Unconventional: /ʌnkənˈvɛnʃənəl/Content: /ˈkɒntɛnt/

Key Takeaways

  1. Unconventional content pushes creative boundaries and challenges traditional norms, often making it more memorable and engaging for viewers.
  2. It often involves unique perspectives, formats, or storytelling techniques that can effectively reach specific target audiences and evoke strong emotions.
  3. While it can be risky due to its unpredictable nature, unconventional content can result in increased brand visibility, virality, and long-term audience loyalty when executed correctly.

Importance of Unconventional Content

Unconventional Content is important in digital marketing because it enables marketers to stand out from the competition, capture audience attention, and foster increased engagement.

This type of content typically breaks away from traditional formats and expectations, providing consumers with unique and memorable experiences.

By employing innovative ideas, unexpected themes, or cutting-edge technologies, unconventional content can effectively challenge industry norms and disrupt saturated markets.

As a result, it helps businesses to create a strong and distinct brand identity, drive organic traffic, generate increased social media shares, and ultimately foster long-lasting relationships with their target audiences.

Embracing unconventional content is essential for any brand that aspires to remain fresh and relevant in the fast-paced world of digital marketing.


Unconventional content in the realm of digital marketing serves a unique purpose in generating interest, sparking consumer curiosity, and breaking free from traditional approaches to content creation. In an era where consumers are bombarded with a plethora of similar marketing messages, the use of unconventional content allows businesses and marketers to differentiate themselves from the competition and create engaging experiences that resonate with their target audience.

By venturing outside of typical content formats such as blog posts, images, or videos, unconventional content aims to capture consumer attention and inspire sharing, driving further brand awareness and reach. This can include a wide array of content types such as interactive quizzes, immersive virtual experiences, augmented reality or even thought-provoking challenges posed on social media.

The underlying intention behind the creation and use of unconventional content is to incite meaningful conversations, forge emotive connections between audiences and brands, and foster long-term loyalty by presenting content that is memorable and impactful. By moving beyond traditional content forms and delving into surprising, innovative, or thought-provoking territories, digital marketers can pique the interest of their audience and encourage higher levels of engagement.

When executed effectively, unconventional content can not only set a brand apart from the competition, but also help it dominate its industry by creating moments that resonate deeply with consumers, ultimately establishing the brand as a thought leader and trendsetter in their respective market.

Examples of Unconventional Content

Red Bull’s Stratos Campaign: In 2012, Red Bull sponsored a project called Red Bull Stratos, in which a daredevil skydiver named Felix Baumgartner set a world record for the highest freefall parachute jump from the edge of outer space. This campaign was unique, as it provided thrilling and compelling real-time video content of the actual jump and generated massive online buzz, attracting millions of viewers and significantly enhancing Red Bull’s brand image as a supporter of extreme sports. This unconventional content created a strong marketing impact in the digital realm.

The Blair Witch Project: Considered one of the earliest success stories in viral marketing, this low-budget horror movie was launched in 1999 and utilized an unconventional content strategy. The filmmakers created a fictional, mysterious backstory, a documentary-like style, and an online campaign that featured “found footage” and testimonies from alleged survivors of encounters with the titular witch. This innovative content approach generated substantial online discussions, rumors, and debates, leading to a highly successful box office performance.

Old Spice’s “The Man Your Man Could Smell Like” Campaign: In 2010, Old Spice launched a series of advertisements featuring a former NFL player, Isaiah Mustafa, delivering witty monologues while quickly transitioning between various unusual and fantastical scenarios. The videos frequently employed surreal, unpredictable humor and visual effects and integrated audience engagement by allowing the public to submit questions and suggestions via social media. These ads were well-received and went viral, resulting in a significant boost in sales for the Old Spice brand and an iconic example of unconventional content in digital marketing.

FAQ: Unconventional Content

What is unconventional content?

Unconventional content refers to any form of content that deviates from the standard, traditional, or mainstream type. This can include unique storytelling techniques, employing different media formats, experimenting with narrative structures, or focusing on niche or underrepresented topics. Unconventional content aims to capture the attention and interests of audiences by offering something new and distinct from what is commonly found.

Why is unconventional content important?

Unconventional content is important because it helps content creators differentiate themselves in a highly competitive market. It provides a fresh perspective on topics, encourages creative thinking, and can cater to specific or underserved audiences with unique interests. In doing so, unconventional content can lead to higher engagement, stronger brand identity, and increased chances of going viral due to its distinct nature.

What are some examples of unconventional content?

Unconventional content can take many forms, such as experimental films, interactive web experiences, transmedia storytelling, fringe theater productions, or underrepresented cultural narratives. The possibilities for unconventional content are vast, limited only by the creator’s imagination, target audience, and goals for their project.

How can I create compelling unconventional content?

To create compelling unconventional content, you might want to start by focusing on a unique or untapped topic and thinking creatively about presenting that topic. Consider different formats, storytelling techniques, or media combinations that may help convey your message in a new, intriguing way. Finally, remember to keep your target audience in mind and ensure that your unconventional approach is still engaging, informative, and relevant to their needs or interests.

What are the challenges associated with producing unconventional content?

Some challenges associated with producing unconventional content include navigating unexplored territories, finding and engaging a target audience, limited resources or expertise in certain formats or techniques, and potential resistance from traditionalists who may be skeptical of new ideas. However, overcoming these challenges can lead to innovative and groundbreaking content that stands out in today’s saturated media landscape.

Related Digital Marketing Terms

  • Virality and Shareability
  • Experimental Ad Formats
  • Influencer Collaborations
  • Interactive Storytelling
  • Augmented Reality Campaigns

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